Everything you need to know about press releases
Press releases are still one of the most powerful tools in PR. If well written, sent at the right time and directed to the right people. Below we answer the most frequently asked questions about writing, sending and following up on press releases.
All about press releases
What is a press release?
A press release is a concise and factual news item, prepared by an organization, intended to inform media about something newsworthy. It is sent to journalists or editors with the aim of getting (free) editorial attention (also called free publicity).
A good press release is written in journalistic style, contains key facts according to the 5 W's (who, what, where, when and why), and focuses on news value - not advertising. Consider the announcement of a product, research results, a collaboration, acquisition or socially relevant news.
How do you send out a press release?
A press release is sent by email, addressed to a select group of journalists and editors for whom the news is really relevant. You can do this manually, or use a specialized PR tool such as Smart.pr to easily find the right journalists and personalize your message.
Provide a clear subject line, a personal salutation, and place the text of the press release in the body of the email - not as a PDF attachment. Include royalty-free images and always include an easily accessible contact person for any questions or interview requests.
How do you write a good press release?
A good press release starts with the core: what is the news? In the first paragraph, answer the 5Ws (who, what, where, when, why) and then work from important to detail - following the principle of the "inverted pyramid. If possible, include a quote (preferably from someone directly involved or a spokesperson) and conclude with the boilerplate: a short paragraph of basic information about your organization.
Additional tips: use clear headings, avoid jargon and make the message scannable. A good press release reads like a newspaper article: factual, relevant and to-the-point.
On this page you will find a complete guide for writing your press release
How do you build a good press release?
A good press release has a set, logical structure that helps journalists quickly scan and quickly determine if something is publishable. You start with the gist and then work toward context and details. The ideal structure looks like this:
Subject line
The subject line of your press release determines whether your message is opened at all. Keep the subject line short, factual and specific. Mention the news in no more than 10-12 words and avoid too much clickbait and marketing language.Press release title
In many cases, this can be the same text as the subject line. The headline above your message should directly summarize the newsworthiness. Again, don't use superlatives or slogans, but convey clearly what is going on.Intro: the 5 W's
The first paragraph is your lead. Answer here: who, what, where, when and why. This way you give journalists the core information right away. Do try to remain somewhat concise in this. Often this will be around 50 words.The body text: core content and context
In the paragraphs that follow, provide additional explanation, context and background information. Work from important to less important and use short paragraphs and headings whenever possible. Tip: make your press release rollableQuotes
Add a quote from a spokesperson, customer or expert. This makes your message human and easy to copy. Keep the quote personal and substantive - not commercial.Images
Journalists work visually. Include a royalty-free image, infographic or short video. Preferably via download link in your newsroom.Boilerplate and practical information
Make it clear to editors what they can do: request interview, click through to more info, contact. Don't forget to include your name, phone number and e-mail address. Close with a short standard text about your organization: who you are, what you do and where to find more information. Include your website and social links here as well.
How do you write a good subject line for your press release?
The subject of your press release is the first (and sometimes only) thing a journalist sees. It determines whether your message will be opened or immediately deleted. A good subject line is short, factual and newsworthy - without marketing language or empty superlatives.
Tips from practice:
Put the news fact first
Avoid words like "unique," "revolutionary" or "groundbreaking
Mention numbers, locations or names if relevant
Use up to 60 characters (10-12 words)
Test different variants: A/B testing pays off
A good example: "Municipality of Utrecht replaces 100 bus shelters with green roofs"
Abad example: "A sustainable future starts today!"
From Smart.pr-data shows that above 10 words, the open rate drops below average (43.4%). This decline continues as the subject line gets longer.
9 tips for your subject line read here: Your subject line is incredibly important
What is a retractable press release?
A retractable press release is a message that is structured in such a way that you can cross out sections from below without losing the core of the story. This principle - originating in journalism - helps editors tremendously because they can quickly scan, shorten and copy parts of your article directly for publication.
Start with the most important facts (the 5W's) in the first paragraph
Only then work toward background information, quotes and context
Avoid 'hiding' the real news at the bottom of your post
A roll-up press release aligns with how journalists work: fast, substantive and often under time pressure. You help them - and increase your chances of publication - by getting straight to the point.
👉 You can find more tips on structure in our guide to writing a press release
How long should a press release be?
The length of a good press release is usually between 300 and 500 words. In most cases, that's long enough to make the gist of the news clear, but short enough to remain scannable and editorially useful.
However, some press releases require more or fewer words. What matters most is that the structure is correct and the message is clear. Long paragraphs, superfluous explanations or marketing language are counterproductive. Keep it short, clear and newsworthy - just the way journalists want it.
More tips can be found in our article: Writing a press release from A to Z
How do you use quotes in your press release?
Use quotes in your press release to make your message more human, persuasive and publishable. They give your news color, authority and emotion. Write in colloquial language, say something you haven't written before in your press release, make the quote quotable and quote someone with authority or commitment to the news.
A quote is not a formal statement, but a hook for the journalist. So deploy it smartly, and above all, use it to make your story human and memorable. More about quotes in your press release read here.
How do you use images in a press release?
Images strengthen your story and increase the chances of publication. Always include royalty-free, relevant and directly usable images - think press photos, product shots, infographics or portraits. Provide high resolution (at least 1MB), give a clear file name, and make the image easy to download via your newsroom or attachment.
👉 Read all 10 tips in the article: The best imagery to accompany your press release
What is the boilerplate?
The boilerplate is the fixed final paragraph of your press release in which you briefly explain who you are, what your organization does and where to find more information. It is similar to the footer of a Web site. Think of the boilerplate as the "about" line for the journalist who wants to know quickly who he or she is dealing with. Always include contact information, too.
How do you make your press release newsworthy?
Not everything that feels like news internally is news to a journalist. News value is in:
Topicality: something that is happening right now
Impact: effects on a larger group of people
Data: new figures or trends
People: a story with emotion or recognition
Surprise: an unexpected or original insertion
Check beforehand if your story contains one or more of these elements. If not? Then look for a better hook. here we give you 6 pieces of advice for a newsworthy press release
What are common mistakes in press releases?
Too many superlatives ('unique,' 'market leader,' 'innovative')
Vague or woolly language ("which," "unburdening," "in the context of")
No news value
Overly long texts without structure
No direct contact or imagery
In our blog post "These 6 words don't belong in a press release" you can read exactly which terms are better to avoid.
What is an embargo?
An embargo is an agreement with a journalist not to publish information until after an agreed time. This gives editors time to dig deeper into the subject. Use an embargo only if there is real relevance or complexity that requires extra preparation.
We explain why you should or should not use an embargo
What do you do after sending out your press release?
After dispatch, the real work begins: follow up with interested journalists, monitor your media results, share publications internally and via social media, and evaluate what worked or didn't work. This is how you get more out of every press moment.
Read more: After sending out your press release, it only begins
What is the best time to send out a press release?
Our data from 37,000 press releases shows that it makes surprisingly little difference to your open rate what time you send out your press release. The average open rate for press releases is around 43.4% - regardless of the time or day of sending. Only messages sent on weekends score slightly lower (just under 40%).
There is also little difference in terms of time of day: between 05:00 and 22:00, open rates remain stable between 40% and 46%. In short: focus on relevance and content, not on the clock. A well-targeted and newsworthy message always arrives - even outside office hours.
👉 Source: Smart.pr analysis of 37,000 press releases
How do you follow up a press release professionally?
A good follow-up is not a reminder, but an opportunity to provide additional value. Call or email only to journalists who actually opened your message. You can find this data in a tool like Smart.pr. In addition, offer extra value: an interview, additional data, an exclusive insertion. Never just ask, "Have you seen it yet?" And prefer not to send a follow-up on Friday afternoon at 5 p.m.
Pieter Buss of Bureau Busskruit explains here what to do after sending out your press release